BA 3301 Lecture Notes - Lecture 39: De Beers, Behavioural Sciences, Rorschach Test
Document Summary
It"s not only products anymore, pretty much anything can be market o>erings. The study of consumer responses to products and services and the marketing of products and services. Recects totality of consumer"s decisions with respect to the acquisition, consumption, and disposition of goods, services, time, and ideas by decision-making units: o>erings. The totality of decisions: whether, what, why, how, when, where, how much/how often/how long. About the consumption: acquisition, usage, disposition. Of an o>ering: products, services, activities, ideas. By decision-making units: information gatherer, incuencer, decider, purchaser, user. Over time: hours, days, weeks, months, years. You tend to have a couple of responses. Could be through trial, advertisements: there are many way you can be exposed to products. Debeers - the diamond anniversary band: talking to men but targeting at women i. e. in a woman"s magazine. Also targets people near there 10th anniversary: product is at the focal point, people are shadows so they can insert themselves in, uses emotional appeal.
